pura diffuser refills
Launch itA $4.9M/yr market growing +10.2% this quarter with returns at 0.6% — clears our launch bar.
Market size
Incredible$4.9M$4.9M/yr · 1.8M searches
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Avg price
Incredible$31.24avg listing price — sweet spot $15–$100
Price range
Incredible$21.46–$52.18cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Great274.42avg incumbent reviews — the moat a new listing must climb
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+10.2%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, pura diffuser refills is a $4.9M/yr Amazon United States market (1.8M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jul–Aug–Oct–Nov. Verdict: Launch it — 66/100.
Data updated Aug 2, 2026 · scored weekly · How we score niches
pura diffuser refills market data
- Units sold / yr
- 125K–150K
- avg 3,000–4,000/product
- Revenue / yr
- $3.9M–$4.7M
- units × avg price
- Conversion rate
- 8.7%
- Avg BSR
- #39
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 5.1%
- Avg brand age
- 45 months
- Avg seller age
- 156 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
2 falling
Sellers
15
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
47%
Top 20: 92%
Open market
0%
- Pura94%
- Capri Blue6%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +10.2% search growth over the last 90 days.Peak months: Jul, Aug, Oct, Nov · busiest ÷ quietest = 2.4×
Top pura diffuser refills search terms
- pura diffuser refills1.2M/yr
- pura refills240K/yr
- pura scents146K/yr
- pura refill68K/yr
- pura scent refills28K/yr
- pura refills on sale11K/yr
- pura fragrance refills21K/yr
- pura sweet grace9K/yr
- sweet grace pura9K/yr
- pura diffuser refill11K/yr
Top pura diffuser refills products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Linens & Surf
Pura$25.834.6★835 rev
PuraHome Scent Refill - Smart Air Diffuser - Up to 120-Hours of Luxury Fragrance per Refill - Home Essential - Clean & Safe Diffuser Fragrance - 2 Pack White Tea No. 1
Pura$25.744.7★550 rev
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Pacific Aqua
Pura$25.124.6★189 rev
Pura & Unify Co. Home Scent Refill - Smart Air Diffuser - Long-Lasting Luxury Fragrance per Refill - Home Essential - Clean & Safe Diffuser Fragrance - 2 Pack Salt
Pura$29.104.6★393 rev
Capri Blue Pura Smart Home Plug-in Diffuser Refills Includes 2 Capri Blue Pura Refills for Plug In Diffusers for Home - Long Lasting Luxury Scents - Volcano (Pack of 2)
Capri Blue$39.804.6★694 rev
Newest
by launch date
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Simmer Pot
Pura$26.3532 rev
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Cozy Cashmere
Pura$26.20209 rev
Pura Smart Home Air Diffuser Fragrance - Smart Scent Refill - Long-Lasting Premium Fragrance per Refill for Home Office & Apartment - 4 Pack White Tea No. 1
Pura$52.1898 rev
Pura Smart Home Air Diffuser Fragrance - Smart Scent Refill - Long-Lasting Premium Fragrance per Refill for Home Office & Apartment - 4 Pack Linens & Surf
Pura$52.1698 rev
Pura x Studio McGee Home Scent Refill - Smart Air Diffuser - Long-Lasting Luxury Fragrance per Refill - Home Essential - Clean & Safe Diffuser Fragrance - 2 Pack Santal Vanilla
Pura$33.46220 rev
Trending
90-day click momentum
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Sugared Lemon
Pura$25.404.4★
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Pacific Aqua
Pura$25.124.6★
Pura Smart Home Scent Refill - Long-Lasting Premium Fragrance per Refill - Clean Diffuser Fragrance for Home Office & Apartment - 2 Pack Simmer Pot
Pura$26.354.6★
Pura & Brooklyn Candle Studio Home Scent Refill - Smart Home Air Diffuser - Up to 120-Hours of Luxury Fragrance per Refill - Spring & Summer Fragrance - 2 Pack Maui
Pura$35.584.6★
Pura & Simplicity Home Scent Refill - Smart Air Diffuser - Long-Lasting Luxury Fragrance per Refill - Home Essential - Clean & Safe Diffuser Fragrance - 2 Pack Lemon
Pura$22.344.4★
What buyers say about pura diffuser refills
What buyers praise and complain about, mined from review topics.What buyers love
“Fresh Scent”
“Great Deal”
“No complaints”
“Perfect fit”
“which is exactly what I was looking for”
“It also has lasted a significant amount of time with regular use”
“Gift for my daughter”
“Long-lasting and easy to use with the diffuser”
“Ease of use”
“Soft & Airy”
What buyers complain about
“Strong smell”
“expensive”
“They aren't long lasting”
“Not strong enough”
“Product leaked all over the package”
“misleading”
“Smaller than expected”
“Started burning within 24hrs”
“Gross”
“The previous scents I had in the same diffuser from the pura website smelled strong, so I can only believe the Amazon ones are outdated, defective, or boot leg”
Top return reasons
Common questions
- Is pura diffuser refills profitable to sell on Amazon United States?
- The niche generates $4.9M/yr across 26 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +10.2%. Flapen's verdict: Launch it (66/100).
- How competitive is the pura diffuser refills niche?
- 2 brands and 15 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in pura diffuser refills?
- Top complaints mined from reviews: Smell, Value For Money, Durability. The return rate is 0.6%.
- When does demand for pura diffuser refills peak?
- Demand peaks in Jul–Aug–Oct–Nov; the busiest month runs 2.4× the quietest.
- What does it cost to enter the pura diffuser refills niche?
- Listings span $21.46–$52.18; the average listing price is $31.24 (sweet spot $15–$100). The average incumbent carries 274 reviews — the moat a new listing must climb.